“Then there are the planners. Who, on the outside tend to appear super calm, super open and generous all the time. No matter how you feel inside, you are the one who cannot lose your temper, have to earn your place in any meeting, have to look like you know what you are talking about even when you haven’t a clue and, know as much about everything as you can – be a super generalist, make the dullest subject matter seem interesting and, perhaps hardest of all, have to make the few gaps in others drawing breath count, as these are the only seconds you’ll get to say something.”

That’s probably the best description of planners and planning I’ve ever read.

“There’s been plenty of discussion about giving the LGBT community the right to marry, but no one has really talked with them about what it’s like to be married. One of the biggest reveals was that, despite all the buzz about marriage”—and especially in light of continued discrimination and hostility in some quarters—”the journey for LGBT equality isn’t over.”

This is the first element in that campaign (directed by skateboarding legend and acclaimed director Stacy Peralta):

And by planners I mean, of course, account planners, brand planners, strategic planners, brand strategists, creative strategists, marketing strategists, digital and/or social strategists, and probably a bunch of other titles I can’t even think of right now.

If one or more of those titles sound like what you call the thing you do for money, then you should probably take Heather Lefevre‘s 2015 planning survey.

Thanks! The planning survey is an invaluable tool for us all to know what people are thinking, doing, and getting paid around the world and in different sized agencies. It’s a labor of love from Heather and her friends and she asks so little in return.

So thank you Heather, for creating and running the survey, and thank you fellow planners for adding the data.

Heather LeFevre set out on an expedition to apprentice herself with today’s most brilliant marketing strategists, traveling from Beijing to Seattle. The twist? She lived with each of these mentors, in their homes, commuting to work with them each day, and uncovering their principles for building many of the world’s most respected and profitable brands. Brain Surfing is a book that combines marketing know-how with life philosophy. One minute you’ll learn about smart brands on the other side of the world, the next you’ll be inspired to take off on your own adventure. LeFevre guides you through today’s complex marketing landscape, uncovering the secret ways of working of each of her coaches. Brain Surfing will surprise you with how much you learn while thoroughly enjoying the journey.

I think that all the readers who come here to check out the “how to get into planning” posts I’ve written would collectively shout “No!”

However, while reading through the reminiscing about David Carr, I came across this quote about why he felt journalismshould be hard to get into. And as someone who studied journalism as well as advertising, and tried my hand in the publishing/journalism world, it felt very apt. Read more of this post

A good friend, former boss, and mentor of mine put together a list of the core skills he thinks all planners/strategists should have. It’s by no means final, so feel free to throw in your own thoughts in the comments.

1) Collecting:
Reading/listening/watching/counting asking other people to the same

Scoping projects/Designing research in general Defining the method, choosing the method, aligning to appropriate scale

2) Distilling/Creating: Turning data into stories

Defining the problem: What is the business challenge? Where is the business opportunity? What behavior are we trying to change to achieve our goals?

Topline findings from research (secondary, qual, quant, social): What are the truths or commonly held beliefs? How can we challenge current perceptions?

Synthesis of multiple data sources into a story: what’s relevant and what is NOT

POV’s: short and long form: How are people using technology, or digital formats? What is the role of a feature, function, action, or design? What is happening in the category, or comparative companies?

Target description/persona writing: What are their needs, behaviors, goals? What is their level of intelligence or interest in the category? What are pain points? What relationships do they rely on?

Brand definition documentation: Positioning/mission/vision/functional and emotional and cultural benefits What are the rational drivers (utility, features, functions)? What are the emotional drivers (the heart, the gut)? What are the cultural drivers (trends, sentiment)?

Concept writing: classic and narrative

Brief writing: Synthesis into an organizing idea

Pitch decks

3) Selling: Engagement, belief, commitment

Presenting concepts, ideas, insights, briefs

Working with creative/ux to develop ideas

Pitching

Innovating: New magic tricks

Inventing new ways to collect, document, share, guide, inspire

So there you have it. By no means complete.

And for more on my thoughts on How to become a Planner, check out parts 1-7, and a reading list:

Very cute. Catchy music. and a nice message. Still not going to make me eat a Big Mac anytime soon.

I just can’t help but wonder what the licensing must have cost – Batman, the Joker, Mario, Bowser, Pac Man, Chicago Bears, Green Bay Packers, Freddie Kruger, Jason, the Smurfs, and others. This thing must have cost a fortune.

Does it make me want to eat a Big Mac? Nope. Not even close. But I like the idea. I’m assuming the insight behind it was something about recognizing the role that McDonald’s restaurants play in their communities. For people who like their food, this is probably a nice ad, that reminds them that McDonald’s is part of their town, more so than SmashBurger. Or Five Guys. McDonald’s has always been there for them.

Something like that.

But we’re not just in the short film business. It will be interesting to see whether this campaign (and it’s sister ad) can change the outlook for this once iconic brand. Someone once told me that we’re not artists. We use art to achieve business goals. Only time will tell whether this campaign helps is good advertising or just a nice piece of film that gets you right in the feels.

(For the record, I like the other ad in the campaign too. I like the strategy of owning what you are. People don’t eat Big Macs (or Chicken McNuggets) because they think it’s haute cuisine. People like it because of the things that make it bad for you. Don’t waste your money promoting salads, healthy options, or the other things that people get when they don’t want your primary offering. You can keep selling them, but don’t put them in the ads. Put money behind the main attraction. And sell it for what it is.)